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Klean kanteen
 

Klean kanteen

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  • Outline
  • Pre Design > Key Areas of Research/Investigation
  • Pre Design > Question — Some companies are a natural fit for CSR, this is true for Klean Kanteen. — Thus why some companies benefit from CSR and are perceived creditable; and not just a pr tactic?
  • Pre Design > Goal —Corporate CSR programs are too saturated
  • Pre Design > Strategy
  • Pre Design > Strategy
  • Design > Homepage advertising — Act less as an ad but more as information, news, call to action, link to additional support — Links to Twitter, Digg, and Facebook share function
  • Design > Homepage advertising > Description
  • Design > Branded page 1 of 2 — App that show cities which banned bottled water, this could allow fans to monitor their cause — App that allows fans to brand their profile images with “No Bottled Water Zone” logo, Klean Kanteen lead by example with their own profile image
  • Design > Branded page 2 of 2 — App to brand thumbnail profile with “No Bottled Water Zone” icon, this allow their posted comments to be easily identified and show their friends and family and targeted government entities their cause: a digital yellow Armstrong wristband — Links to Klean Kateen outside website to download postcards and stickers — All apps and support material have links to Twitter, Digg, and Facebook share function
  • Design > Branded page > Description
  • Design > Newsfeed
  • Newsfeed Concept 1: Event Based
  • Newsfeed Concept 2: Polling Fans

Klean kanteen Klean kanteen Presentation Transcript

  • Assignment: Klean Kanteen
    • No Bottled Water Zone
  • Process
    • Pre Design
    • Key Areas of Research/Investigation
    • Question
    • Goal
    • Strategy
    • Design
    • Homepage Advertising
    • Branded Page
    • Newsfeed
  • Key Areas of Research/Investigation
    • Klean Kanteen’s and competitors’ Facebook audit
    • Klean Kanteen’s mission statement audit & realignment
    • Klean Kanteen’s competitors audit
    • Klean Kanteen’s graphic/visual brand audit
  • Question: Greenwashing Test
    • General Environment: What are their CSR, and how does it help their organization?
    • Industry Environment: What are their CSR, and how does it help their organization?
  • Goal: White Space
    • Own a cause that could work both as a brand promotion and generate new market share
    Americans consume annually 8.6 billion gallons of bottled water Decrease spending on bottled water. Increase spending on water bottles.
    • Klean Kanteen updates posted on Facebook:
    • Alignment of fans’ values and core values from mission statement:
    Strategy: Gain Trust, Become Leader 27% Environmental issues 26% Tips (healthy living & environment) 21% Company announcements 13% Call to action (environmental) 7% General 66% updates relate to environment with great fans comments Honest Quality Caring Become leader and authority of company’s core value first, and then gain both quality and quantity of fans on Facebook
  • Strategy: Leverage Fan Power
    • Provide fans with easy and meaningful causes that everyone could participate and see goals and achievements
  • Homepage Advertising
  • Homepage Advertising
    • Goal
    • Bring awareness to wasteful/harmful government spending
    • Approach
    • Combine serious news-headline with campaign style ad
    • Analysis
    • Strength: Harness fan’s hot button issues (economy, budget, waste, environment)
    • Weaken: Too self rightous
    • Opportunity: Flexibility to expand into schools, NGOs, and corporations
    • Threat: Donation/volunteer fatigue
  • Homepage Advertising
  • Homepage Advertising
  • Branded Page
    • Goal
    • Establish a go-to place to stop buying bottled water
    • Approach
    • Provide support with information, tools, and programs
    • Analysis
    • Strength: Show goals & progress
    • Weaken: Too weak of a link back to Klean Kanteen brand
    • Opportunity: Partnerships with other NGOs
    • Threat: Backlash from bottled water industy
  • Homepage Advertising
    • Concept 1: Event Based
    • Limited edition back to school
    • Weekly contest find budget cut
    • Coupon to honor cities that
    • ban bottled water
    • Concept 2: Polling Fans
    • Ask how to spend donation
    • Choose additional tools for
    • No Bottled Water Zone
  • Newsfeed Concept 1: Event Based
    • Concept 1.1 Limited edition back to school
    • Announce an award for free Klean Kanteen product with engraved name of schools and their clubs that have banned bottled water and then have limited edition available for online sale.
    • Concept 1.2 Weekly contest find budget cut
    • Promote weekly contest for a free specially designed Klean Kanteen to fans who could provided information on government entities that have budget cuts and still spend money on bottled water (crowdsourcing for No Botteled Water Zone’s next ads and campaign).
    • Concept 1.3 Coupon to honor cities that ban bottled water
    • Announce 10% off coupon on Klean Kanteen’s online purchase for the first week after a city that bans bottled water. Only for the Facebook fans of that specific city.
  • Newsfeed Concept 2: Polling Fans
    • Concept 2.1 Ask how to spend donation
    • Poll Facebook fans on how to spend Klean Kanteen’s current donation program: A) Keep donating to the same cause B) Divert donation to No Bottled Water Zone to print professionally free stickers, postcards, and other support materials C) Others (input ideas)
    • Concept 2.2 Choose additional tools for No Bottled Water Zone
    • Poll Facebook fans to choose additional tools: A) Widget map that shows all cities that have banned bottle water B) Apple app that shows location of water fountain C) Others (input ideas)